DirectFix
DirectFix is a privately held US e-commerce retailer founded in 1998 that sells replacement parts, repair tools, and board-level components for smartphones, tablets, gaming consoles, and other consumer electronics, serving both DIY consumers and professional repair technicians.
- Company typePrivate
- Founded1998
- HeadquartersMorgan Hill, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What DirectFix does
DirectFix is a privately held, bootstrapped US e-commerce retailer founded in 1998 (originally as PowerToThePalm.com) that sells replacement parts and repair tools for consumer electronics. Its catalog spans iPhone (from iPhone 3GS through iPhone 16 Pro Max), iPad, Apple Watch, Samsung Galaxy, LG, Motorola, Google Pixel, OnePlus, Mac SSD upgrades (Apollo S2), gaming consoles (Nintendo Switch, PS4/5, Xbox), and board-level integrated circuits for micro-soldering repairs. The company also sells specialized repair tools (screwdrivers, opening tools, gTool iCorner, heat guns) and adhesives. Parts are offered across three quality tiers — refurbished, aftermarket, and premium (including the VividFX sub-brand) — at price points typically ranging from under $1 to over $100, with volume discounts available on 5+ unit orders.
The company's distinctive differentiator is its content library: it pioneered free downloadable repair videos in 2002 and was first to publish a free iPhone teardown video on YouTube within hours of the original iPhone's 2007 release. These how-to repair videos are offered without purchase requirement, serving as a top-of-funnel demand-generation asset that drives organic search traffic and establishes authority in the DIY repair community. The site is referenced in major publications including the New York Times, CNET, Gizmodo, and the Wall Street Journal.
DirectFix operates a direct-to-consumer model through its single storefront at directfix.com, with international shipping available globally via USPS services. Its primary customer segment is individual DIY consumers repairing their own devices to extend product life and avoid expensive official repairs; a secondary segment comprises professional repair technicians purchasing parts in volume for their businesses. The company offers financing through a partnership with Behalf for larger orders, and provides free shipping on US orders over $250. The business is independently owned with no disclosed investors, parent company, or funding events, and is structured around founder-controlled organic growth in the consumer electronics repair parts market.
DirectFix firmographics
Firmographics- Name
- DirectFix
- Legal name
- DirectFix
- Website
- https://directfix.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- DirectFix is a privately held US e-commerce retailer founded in 1998 that sells replacement parts, repair tools, and board-level components for smartphones, tablets, gaming consoles, and other consumer electronics, serving both DIY consumers and professional repair technicians.
- Ownership category
- akta.pro rank
DirectFix industry classification
Industry- Product category
- Consumer Electronics Repair Parts
- NAICS
- Hardware Retailers (44414)
- SIC
- Electronic Components & Accessories (3670), Wholesale-Electronic Parts & Equipment, Nec (5065)
- akta.pro primary industry
- Spare Parts & Replacement Components Retail (Batteries, Screens, Chargers) (CRACAJAG)
- akta.pro secondary industries
- Semiconductors, ICs & Microcontrollers Retail (CRACAKAB), Charging Cables & Connectors (USB-C/Lightning/Micro-USB, Adapters) (CRACATAE)
Keywords
Where DirectFix is headquartered
LocationHeadquarters
- HQ city
- Morgan Hill
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
DirectFix business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel
Revenue model
- Hardware Sales - Replacement Parts: DirectFix generates revenue through the sale of replacement parts including screens (LCD, OLED), batteries, charging ports, cameras, speakers, antennas, flex cables, and other electronic components for smartphones and tablets. Products are sold in various quality tiers including refurbished, aftermarket, and premium branded options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Unit-based pricing for individual parts |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
DirectFix product offering
Product offeringCore offering
DirectFix sells replacement parts and repair tools for smartphones, tablets, gaming consoles, and other electronic devices through its directfix.com e-commerce website. The catalog includes screens, batteries, charging ports, cameras, speakers, flex cables, and board-level IC components for iPhone, iPad, Samsung Galaxy, LG, Motorola, Google Pixel, OnePlus, and Apple Watch models, alongside professional repair tools, adhesives, and premium VividFX screen assemblies. The company complements its parts business with free repair videos and how-to guides that have been available online since 2002.
Product overview
DirectFix is a parts and repair tools supplier offering replacement components for smartphones, tablets, and gaming consoles. The product portfolio centers on iPhone, iPad, Samsung Galaxy, and other Android device replacement parts (screens, batteries, cameras, connectors, board-level ICs) complemented by professional repair tools (screwdrivers, opening tools, gTool iCorner) and adhesive products. The company also offers premium VividFX screen assemblies, Apollo SSD upgrades for Mac, and gaming console parts. DirectFix operates as a B2C/B2B parts supplier with repair guides and videos supporting the product ecosystem.
Differentiator
Problem solved
Functional benefit
Products and services
- iPhone Replacement Parts Replacement screens (LCD, OLED, premium VividFX), batteries, home buttons, charging ports, cameras, speakers, antennas, flex cables, and other internal components for iPhone models from iPhone 3GS through iPhone 16 Pro Max. Available in refurbished, aftermarket, and premium quality tiers.
- iPad Replacement Parts Replacement touch screens, LCDs, digitizers, batteries, cameras, and connectors for iPad, iPad Air, iPad Mini, and iPad Pro models ranging from iPad 1 through iPad Pro 12.9" (5th Gen).
- Samsung Galaxy Replacement Parts
- LG Device Parts Replacement parts for LG smartphones including G Series, V Series, K Series, Stylo Series, and Nexus devices.
- Motorola Device Parts Replacement parts for Motorola Moto G, Moto E, Moto X, Moto Z, and Droid series smartphones.
- Google Pixel Parts Replacement screens and components for Google Pixel smartphones from Pixel through Pixel 7 Pro.
- OnePlus Parts Replacement parts for OnePlus smartphones including OnePlus 3 through OnePlus 8 Pro models.
- Apple Watch Replacement Parts Replacement parts for Apple Watch Series 1 and Series 2 in 38mm and 42mm sizes.
- Gaming Console Parts Replacement parts for gaming consoles including Nintendo Switch, PlayStation 4/5, and Xbox controllers and components.
- Repair Tools Professional repair tools including screwdrivers (T-series, Phillips, Flathead, Pentalobe), opening tools (iSesamo, iSclack, iFlex), pry tools, suction cups, spudgers, heat guns, and magnetic project mats for DIY and professional device repair.
- gTool iCorner Specialized corner tools for iPhone and iPad screen repairs, including iCorner iPad and iPhone corner head sets designed for separating adhesive and opening displays.
- Adhesive Products Adhesive tapes and strips for device repairs including pre-cut adhesives for iPhone, Samsung, Google, LG, and Motorola phones, plus adhesive rolls in various widths.
- Board Components (ICs) Integrated circuit components for board-level micro-soldering repairs including power supply ICs, audio codecs, charging ICs, wireless charging ICs, GPS ICs, display ICs, and backlight ICs for various iPhone, iPad, and Samsung Galaxy models.
- VividFX Premium Screens Premium quality replacement screen assemblies with enhanced display quality, available for iPhone and iPad models as DirectFix's own branded premium option.
- Apollo SSD Upgrade Kits Solid state drive upgrade kits for MacBook Air and MacBook Pro, including the Apollo S2 model, for users seeking to upgrade or replace their Mac's internal storage.
- Free Repair Videos and How-To Guides Free downloadable and YouTube-hosted repair video content covering teardowns, screen replacements, battery replacements, and other device repair procedures. Available across the website and on YouTube without requiring purchase, serving as both a customer education tool and a demand-generation asset.
Companies that use DirectFix
Customer profileSegments2 records
Ideal customer profiles1 record
DirectFix technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
DirectFix partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- BehalfminorBehalf provides financing options for DirectFix customers, allowing them to pay for orders over time. This partnership enables customers to purchase larger orders of parts and tools through installment payments.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
DirectFix competitors and assessment
Company assessmentDirect peers
- Injured Gadgets: Injured Gadgets sells replacement parts, screens, batteries, and tools for iPhone, iPad, and Samsung devices directly to consumers and repair shops. Closely overlaps DirectFix's product catalog and B2C/B2B dual motion.
- eTech Parts: eTech Parts is a wholesale parts supplier serving professional repair shops, comparable to DirectFix's B2B professional technician segment with bulk pricing and recurring supply relationships.
- iParts4u: iParts4u distributes iPhone and iPad replacement parts to repair shops internationally, with a catalog and pricing model that closely mirrors DirectFix's component-level offering.
- Mobile Defenders: Mobile Defenders supplies phone replacement parts and repair tools alongside a buyback program, overlapping with DirectFix's parts catalog and serving both DIY consumers and repair businesses.
- iFixit: iFixit is the largest direct competitor, selling replacement parts and tools for smartphones, tablets, and laptops while operating the most extensive free repair guide and video library. Highly comparable to DirectFix in product, customer base (DIY and pros), and content-led model.
- Repairs Universe: Repairs Universe offers replacement parts, tools, and repair guides for smartphones and tablets, mirroring DirectFix's product mix and direct-to-consumer e-commerce motion.
Broad incumbents
- Best Buy / Geek Squad: Best Buy's Geek Squad offers authorized device repair and increasingly OEM self-service repair parts. Represents the official/oem channel competition that constrains the third-party DIY parts market DirectFix serves.
- UBreakiFix (Asurion): UBreakiFix, owned by Asurion, operates a national chain of repair stores and also sells parts. Broader than DirectFix as a service-led incumbent but overlapping in the consumer device repair and parts market.
- Puls (formerly iCracked): Puls provides on-demand smartphone repair services and parts supply, originally iCracked. Adjacent to DirectFix as a repair ecosystem player, though primarily service-oriented rather than a parts retailer.
- Amazon (Parts & Tools category): Amazon hosts a large marketplace of third-party phone replacement parts, tools, and accessories, competing with DirectFix on selection and shipping speed for the same DIY consumer and small-shop buyer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
DirectFix social profiles
Digital presenceDirectFix financial estimates
Financial estimateRevenue estimate
Valuation estimate
DirectFix leadership team
Management profileNumber of profiles
Profiles1 record
DirectFix funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DirectFix M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DirectFix
What does DirectFix do?
DirectFix sells replacement parts and repair tools for smartphones, tablets, gaming consoles, and other electronic devices through its directfix.com e-commerce website. The catalog includes screens, batteries, charging ports, cameras, speakers, flex cables, and board-level IC components for iPhone, iPad, Samsung Galaxy, LG, Motorola, Google Pixel, OnePlus, and Apple Watch models, alongside professional repair tools, adhesives, and premium VividFX screen assemblies. The company complements its parts business with free repair videos and how-to guides that have been available online since 2002.
Is DirectFix a public or private company?
DirectFix is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DirectFix founded?
DirectFix was founded in 1998. It employs 1 to 10 people.
Where is DirectFix based?
DirectFix is headquartered in Morgan Hill, United States, in the North America region.
How does DirectFix make money?
One revenue line is on record: hardware Sales - Replacement Parts.
Who are DirectFix's main competitors?
Direct peers on record are Injured Gadgets, eTech Parts, iParts4u, Mobile Defenders, iFixit and Repairs Universe. Broad incumbents are Best Buy / Geek Squad, UBreakiFix (Asurion), Puls (formerly iCracked) and Amazon (Parts & Tools category).
Does DirectFix have an API?
No public API is recorded for DirectFix.
What industry is DirectFix in?
DirectFix's product category is Consumer Electronics Repair Parts. Its primary akta.pro industry code is CRACAJAG, Spare Parts & Replacement Components Retail (Batteries, Screens, Chargers), with a secondary code of CRACAKAB, Semiconductors, ICs & Microcontrollers Retail. Its NAICS code is 44414 and its SIC code is 3670.